Tasmanian Bakeries has launched a new branding for National Pies, reflecting the exciting growth of the business, with updated packaging set to roll out nationwide in the coming months.
The new look features a revamped version of the iconic mustache and hat logo, with each flavor sporting a unique facial expression as well as varying background colors for their respective references.
Tasmanian Bakeries CEO Geraldine Tebbutt said the new branding is a testament to how far the business has come: “While we have had a consistent presence in Australia for 80 years, it is important to continually evolve our brand while continuing to connect with our customers.
“Since 1942 we have been the pie of choice in Tasmania, available in almost every corner store, sports canteen and petrol station. Our moustache and hat logo has become iconic, with some Tasmanians even getting it tattooed on their faces. For Tasmanians it is synonymous with home.
“We began offering our products nationally in 2021, and are now a truly national brand. This incredible growth has seen us bring National Pies to more Australians than ever before, and we’re excited to introduce a fun new version to mark our expansion.”
Jason Cranage, owner of Studio Ramp, the creative agency behind the brand refresh, said: “We were delighted to work closely with National Pies to understand what made this brand so iconic.
“In our creative process, we worked closely with Tasmanian Bakeries to capture the DNA of National Pies and understand why their pies are so loved.
“Understanding national pies means understanding what Tasmanians care about. We wanted to create a brand evolution that celebrates their heritage while introducing new warmth and originality to bring to life its new brand positioning: ‘Proudly Tassie, Proudly Different’.
Individual SKU packages will launch nationally in the coming weeks, with the brand officially transitioning to the updated style in October.
National Pies are now available in all Australian cities via Woolworths nationwide, Costco, selected Coles supermarkets and many independent retailers such as IGA and Food Works. They are also served in selected Bunning Café & Cart and Muffin Break stores.
For more information on National Pies products, visit tasmanianbakeries.com.au or follow National Pies on Facebook And Instagram.
Client: Tasmanian Bakeries – National Pies
Senior Marketing Manager: Chloe O’Hare Carroll
Creative Agency: Studio ramp
Owner: Jason Cranage
Public relations agency: Soda Communications
